EACA Care Awards 2011

Celebrating the most successfully creative social marketing campaigns

The Care Awards, presented on 28th June at European Parliament, cover subjects such as public health, environment, sustainable consumption, public safety, disability and other similar topical public issues.

The Délégation à la Sécurité et à la Circulation Routi (Road Traffic and Safety Directorate/DSCR) wanted to warn 15-25 year olds in France of the danger of drink driving or being a passenger in a drink driver’s car. View Summary

The Délégation à la Sécurité et à la Circulation Routi (Road Traffic and Safety Directorate/DSCR) wanted to warn 15-25 year olds in France of the danger of drink driving or being a passenger in a drink driver’s car. A viral video was made called “Unbearable” where the climax is reached when a tragic accident comes after a party in which young people had been drinking alcohol. A teaser of clips from the video was sent to bloggers and journalists three days prior to the launch on YouTube and other video upload sites in order to generate online discussion before the official release. The video had more than 2.5 million views across all the video sites and was the tenth most viewed video in the world in its month of release.

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AIDES: A life

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EACA Care Awards, 2011

French charity AIDES wanted to publicise the issue of HIV and AIDS to people of all ages in order to encourage the use of protection. View Summary

French charity AIDES wanted to publicise the issue of HIV and AIDS to people of all ages in order to encourage the use of protection. A video was made of an elderly man who narrates his life backwards, from the end to the beginning. After descriptions of grandchildren, children, a marriage and travelling, towards the end of the video its revealed the narrator became HIV positive at age 20 and thus will not have the life that has just been described. The video was publicised on TV and online.

1 billion people in the world suffer from chronic hunger. The FAO (Food and Agricultural Organization of the UN) wanted to call upon governments worldwide to make the elimination of hunger their top priority. View Summary

1 billion people in the world suffer from chronic hunger. The FAO (Food and Agricultural Organization of the UN) wanted to call upon governments worldwide to make the elimination of hunger their top priority. It did this by presenting them with a global petition, The 1 Billion Hungry Project, with the aim to get 1 million signatures. The petition was publicised on TV, online, radio and social media as well as through official events, merchandise and an iPhone app. By the deadline, the petition had 3 million signatures.

German charity Initiative Vermisste Kinder (Missing Children’s Initiative) were looking to raise awareness of the charity and its work in trying to reunite missing children with their parents to everyone living in Germany, Austria and Switzerland. View Summary

German charity Initiative Vermisste Kinder (Missing Children’s Initiative) were looking to raise awareness of the charity and its work in trying to reunite missing children with their parents to everyone living in Germany, Austria and Switzerland. A website was specifically developed using the Facebook platform which showed information of missing children so users could get involved in the search. Publicity was done through a range of channels. Firstly, at sold-out match between Bayern Munich and Real Madrid, the Bayern captain Mark van Bommel walked onto the pitch without a mascot, instead carrying a poster of a missing child with a link to the website. Through a partnership with Warner Music Germany, a hit song was dedicated to the campaign and a music video was screened at the football game. Other channels used included a mobile app and shirts worn by the Hamburg Freezers ice hockey team. Overall, there was a 45% increase in awareness on the subject of missing children and 30% of Germans being familiar with the charity.

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CAP48: Look me in the eyes

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EACA Care Awards, 2011

Belgian charity CAP48 wanted a campaign that would increase awareness of the charity as well as increasing the amount of donations which would appeal to all Belgians. View Summary

Belgian charity CAP48 wanted a campaign that would increase awareness of the charity as well as increasing the amount of donations which would appeal to all Belgians. Its campaign was based on a parody of a well-known campaign for Wonderbra that featured a model with a handicapped arm. It was publicised was through a single press advertisement, online and at a charity gala. The results of the campaign included an 11.7% increase in donations compared the previous year and a 78% recognition rate of the campaign amongst a sample group.

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City of Antwerp and Local Police: Thank you for not speeding

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EACA Care Awards, 2011

The local police of the city of Antwerp in Belgium wanted to improve traffic safety by encouraging drivers to respect speed limits. View Summary

The local police of the city of Antwerp in Belgium wanted to improve traffic safety by encouraging drivers to respect speed limits. The campaign empowered Antwep citizens to spread the message themselves by using large ‘thank you for not speeding’ signs which could be attached to their house. The signs could be picked up from designated areas or reserved online. These signs could also be personalised with your family’s names, street or community and no logos were printed to add to its sincerity. Over 10,000 signs were handed out and their sudden appearance ensured coverage in the national news. Over 98% of citizens asked remembered the campaign and 39% of drivers claimed they paid more attention to keep to the speed limit after seeing the signs.

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Depaul UK: iHobo

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EACA Care Awards, Grand Prix, 2011

Charity Depaul UK helps young people who are homeless, vulnerable, and disadvantaged in the UK and needed raise awareness and donations amongst affluent, socially-conscious people in the 30s. View Summary

Charity Depaul UK helps young people who are homeless, vulnerable, and disadvantaged in the UK and needed raise awareness and donations amongst affluent, socially-conscious people in the 30s. The campaign consisted of a free iPhone app called iHobo in which users took care of a homeless person for three days and also allowed users to donate to the charity with one click. The app was seeded using key influencers and technology bloggers and within five days the app was no.1 on the UK free apps chart. Results of the campaign included 93 times more donors than previous campaigns and 7 times more money raised through in-game donations.

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Mimi Foundation: Rebuild their image

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EACA Care Awards, 2011

The Mimi Foundation was a relatively unknown charity in France and wanted to raise awareness of itself and cancer treatments, in order to encourage people to donate towards building new Mimi Foundation centres. View Summary

The Mimi Foundation was a relatively unknown charity in France and wanted to raise awareness of itself and cancer treatments, in order to encourage people to donate towards building new Mimi Foundation centres. Three media channels were used to publicise different issues. The print campaign alerted people to the difficulties that cancer sufferers encountered, the TV spot was to raise awareness of the Mimi Foundation’s role and Social networks were used to encourage the public to interact and engage with the charity.

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Mediaunio Foundation: Get closer

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EACA Care Awards, 2011

Médiaunió is a Hungarian NGO that aims to influence public opinion on a variety of social matters. It wanted to launch a campaign focusing on the social integration of people living with disabilities aimed at Hungarians aged 15 and over. View Summary

Médiaunió is a Hungarian NGO that aims to influence public opinion on a variety of social matters. It wanted to launch a campaign focusing on the social integration of people living with disabilities aimed at Hungarians aged 15 and over. A website was built for the campaign where four disabled people described their lives. The site was promoted in the press, TV, online and social media, as well as being endorsed by Hungarian celebrities. The whole campaign reached 96.8% of the target population and the website gained 200,000 views.

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INPES: Le Progrès (Detection)

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EACA Care Awards, 2011

The INPES (The National Institute for Prevention and Health Education) wanted to encourage men and women in France of all sexual orientations and aged between 18 and 50 to ask their GP for a HIV test. View Summary

The INPES (The National Institute for Prevention and Health Education) wanted to encourage men and women in France of all sexual orientations and aged between 18 and 50 to ask their GP for a HIV test. The campaign showed how extensive progress had been made by scientists and doctors over the past 25 years, which has positively impacted those living with HIV, but this research means nothing if people don’t take a HIV test. A video was shown on TV, in cinemas and online and was supported by a banner ad aimed at homosexuals and an advert in the medical press aimed at medical practitioners.

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